Topic:

Marketing Activity

of

bkash,a BRAC Bank Enterprise

 Summary of the report

bKash Limited is a joint venture between BRAC BANK Limited, Bangladesh, and Money in
Motion LLC, USA. The ultimate objective of bKash is to ensure access to a broader range of
financial services for the people of Bangladesh. It has a special focus to serve the low
income masses of the country to achieve broader financial inclusion by providing services
that are convenient, affordable and reliable. (bKash, 2013)

This report mainly focuses on the mobile financing industry as a whole and bKash place in
this competitive industry. Through the report I have tried to show a marketing activity of
bKash and find out the competitive advantages of the company. In the end, I have
suggested some recommendation that bKash can implement to maintain their competitive
advantage be a market leader in the industry.

The report is containing marketing and details activities of bkash Mobile Banking in terms
of their brand. There the discussion is based on visibility level, area covered by the
company and other branding issue.

The report also portrays the industry through Porters’ Five forces model. The state of the
industry is best portrayed through the model. The threat of new entrants is low due to
the shortage in spectrum and bargaining power of suppliers is also low.

If one studies the comparative analysis of the market, it can be seen that bkash has
already built brand equity among its customer. Thus far, it has been able to hold on to its
leadership without doing much.
 Overview of the report

Content Section Topic

Chapter 1 Introduction

.1 Origin of the Report 02

.2 Importance 03

.3 Background of the Topic 03

.4 Scope and Objectives 04

.5 Limitations 06

Chapter 2 Company Overview

.1 Background 08

.2 Products and Services 09

2.1 Cash-In 09

2.2 Cash-out 09

2.3 Send Money 10

2.4 Payment 10
Content Section Topic

Chapter 3 Overview of Mobile Banking

.1 Mobile Banking 12

.2 World View of Mobile Banking 13

.3 Infrastructure for Mobile Banking 14

.4 Mobile Banking in Bangladesh Banking 14

Chapter 4 Marketing Activity

.1 Marketing Division 17

.2 Outdoor & OoH 20

.3 Higher key 19

.4 Responsibilities of the department 21

Chapter 5 Comparative Marketing Analysis of bKash

Limited.
.1 Market Analysis 24

.2 Findings on the MFS Market Structure 25

.3 Performance of bKash over the Years 27

3.1 Subscribers 27

3.2 Growth Rate 28

3.3 Branding of bKash 28

.4 Comparative Analysis of performance

 4.1 Origin 34

4.2 Subscribers Analysis 35

4.3 Growth Rate 36

4.4 Market Share 37

4.5 Agents Analysis 38

4.6 Analysis on Branding 39

.5 Performance Analysis by Porter’s Five

Forces
Model
5.1 Threat of Intense Segment Rivalry 42

5.2 Threat of new Entrant 43

5.3 Threat of Substitute Products 43

5.4 Threat of Buyers’ Growing Bargaining Power 44

5.5 Suppliers’ Bargaining Power 44

.6 SWOT Analysis

6.1 Strengths 45

6.2 Weaknesses 45

6.3 Opportunities 46

6.4 Threats 46

.7 Analysis by some key Factors

Chapter 6 Summary
 .2 Recommendations 53

.3 Conclusion 54

Chapter 7 References 56

Appendix